The Clothing Brand Was Born In The Professional Market.

We can not discuss the rise and fall of an industry from the background of the times. Since 90s, a lot of fresh information from abroad has poured into the eyes of the Chinese people. fashion And clothing magazines began to influence people's dressing aesthetics. These imported culture had a great impact on the clothing market in 1990 and soon merged into a unique scene in the metropolis. Women begin to dress and dress separately, learn to show their knowledge and work characteristics in a suit, and also wear casual clothes in their leisure time.

With the awakening of people's aesthetic consciousness, a large number of new entrepreneurs have emerged in the field of clothing. At that time, clothing as a traditional manufacturing industry, relying on the wholesale and retail mode of circulation to consumers across the country, Guangzhou's white horse, Hangzhou's Sijiqing, Wuhan's Hanzheng Street crowd, every day will produce countless business legends. Including many of the familiar things we heard today. brand They often start from a small shop in the market, experiencing the spanformation process from scratch, from many to many, and then to value regression. Each story is similar and inspiring.

1991 Shanghai street

This month, we will launch a series of famous clothing brands that are born in the professional market. You will know who they are, where they come from, and what their success stories are.

JNBY

Who is it?

It is undoubtedly one of the most successful designer brands today. It was founded in Hangzhou in 1997 and listed on the Hongkong stock exchange in 2016. At present, the group has 1994 independent retail stores and 161 overseas sales outlets in 17 countries.

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JNBY19 spring summer series

In design Women's wear Started, and gradually split into multiple brands including design ladies wear JNBY, Men's wear Croquis, JNBY by JNBY Children's wear , women's wear less, teenage dress Pomme de Terre, home brand JNBY HOME, professional men's brand SAMO, environmental protection brand REVE RB , multi brand collection shop LASU MIN SOLA, men's wear designer brand A PERSONAL NOTE 73. By 2019, the brand matrix of the group has expanded to 10, covering almost all ages.

According to a previous survey by consulting firm CIC, there were about 300 major designer brands in China, while the top five accounted for 30% of the market share, while the Jiangnan cloth group ranked first, accounting for 9.1% of the total.

How did it come into being?

In 1994, it was the year when Jiangnan cloth was founded. At that time, Li Lin, who graduated from the Chemistry Department of Zhejiang University, had worked in state-owned enterprises for over a year. She began to realize that the career was not the life she wanted. Li Lin, who likes creativity, chose to open a clothing store in the street of Hangzhou. From the beginning, she sold foreign trade clothes to her own design, and gradually blended into her understanding and aesthetic attitude towards art. Later, Wu Jian, a graduate of Zhejiang University, was also involved in the commercial operation.

"In 90s, China's clothing market is still relatively blank, and there are few personalized things. My wife has an inherent interest in clothes and has a unique set of aesthetic standards. After she left the chemical plant, she worked in a small shop in the clothing market of Sijiqing, witnessing the surging tide of everyday market and business boom in the wholesale market. Wu Jian said at the opening ceremony of the Finance School of Hangzhou Business University.

From a street store to a 10 brand brand Jiangnan cloth dress group, looking back on the past 20 years, Jiangnan cloth clothing almost seized every key time node, launched the multi brand matrix as early as possible, first entered the overseas market, and began to contact with the capital at the very beginning, to a great extent, opened up a clear path for the rise of the domestic clothing brand.

What does it depend on?

Designer promotes brand

The core of the designer's brand is to rely on the strong design ability. Wu Jian, the group's founder, chairman and chief executive officer, admits that the group does not promote growth by opening stores, but relies on the designer's brand to promote it. It also reveals that the main strategic direction of the group at this stage is to attract new designers. The designers who introduce it will think that the design of their brands is the main, while supporting the designer's brand that is consistent with the Jiangnan cloth tonal, independent growth, so as to grasp more possibilities in the market.

Online and offline centralized management

Since July 2015, Li Lin has outsourced all product production to OEM suppliers. He has focused his resources on the key links of the product life cycle, such as product planning and design, brand promotion, retail and distribution network promotion, and so on. In 2016, with the trend of the scale of the electricity business, Jiangnan cloth clothing unified the OA system, the official WeChat membership service and the three channel IT construction of the goods channel project, so that the multi brand order of the company can achieve a set of centralized management. The online and offline inventory sharing and distribution system brings a very high increment of retail sales to the brand.

Fan economy

In the first half of 2019, the report shows that the total number of cloth members in the south of the Yangtze River has exceeded 3 million 100 thousand, of which 2 million 600 thousand come from WeChat, and the retail sales contributed 70% of the total revenue. Over the past 12 months, the number of active member accounts increased from 360 thousand to 395 thousand in 180 consecutive days in the past 180 months. Among them, the number of WeChat active member accounts reached 376 thousand. Last year, the total number of members who purchased more than RMB 5000 yuan was 182 thousand, and the consumption Retail sales rose nearly 30% over the same period last year, contributing more than 40% of the total retail sales under the line.

Brother

Who is it?

GIRDEAR, founded in 1977 in Taiwan, China, enjoys a high reputation in the domestic women's clothing industry for its accurate target market positioning. At present, brother's company has a white collar leisure brand brother, a high-end line brand AMAS, and a senior private custom brand LM. According to the same industry, Lane Bryant In the industry, the profit margin of the brother reached the top ten.

How did it come into being?

The brother was founded in Taiwan by two brothers, and then moved to Guangzhou and eventually settled in the mainland market. The white horse clothing market (hereinafter referred to as the white horse) has published a Book The Legend of white horse, which tells about the clothing brand coming out of the white horse market, and the brother is one of them. According to the introduction of the legend of the white horse, after 8 years in the white horse, the brother officially left the white horse clothing market in 2005.

The brother came to the mainland from the early 90s of last century. For the Hong Kong, Macao and Taiwan funded enterprises that were not familiar with the mainland market at that time, the professional market was the best springboard for the development of mainland garment channels, because it focused on the best franchisees in the country. The experience of the white horse has clearly made the present brother, and the mainland market has finally become the main battlefield to support the development of the elder brother. After a few years in the white horse, he moved the brand headquarters from Taiwan to Guangzhou.

"At that time, the choice of franchising agents was totally different from that of other enterprises. They will not be based on the financial strength of the franchisee as a standard, but will do some research on franchisees, choose those young people who share common ideas with young brothers to join them, and they hope to achieve the common growth of franchisees and brands. At the same time, the unauthorized regional agent is also an important factor for the development of the channel. "Brother is using a single store franchise mode, which can ensure that the brothers are strict control over the opening of each store. If authorized by regional agents, there will be too many shops in the core business area."

What does it depend on?

Brand positioning is marketable.

Many people will be disappointed when they see the product of their brother, and they do not match the fashion with their reputation. However, this does not affect the development of the younger brother in the terminal market. The practice of the younger brother is due to his accurate positioning of himself. When other brands are positioning their products mostly on young people, when they compete fiercely, they are aiming at the backbone market of middle-aged white-collar workers. Women over the age of 30 have a good life and need decent and beautiful clothes. However, the traditional concept of clothing and body restrict them. Popular Apart from fashion brands, they are just solid consumers.

The brand of a brother is no more than two price, but the color is not whistle, the price is high but not expensive, and the cut is sticker and not tight. Persistent adherence has gained persistent support. The women's attire attracts a large number of loyal customers around it, and the fixed customer source supports its market position. No matter how bad the market environment is, there is constant support from customers to shield them from wind and rain.

VIP one to one service

To control the target market accurately, let the difference between the two brothers and the general brand operation mode gradually turn to improve the brand's performance by improving the customer's repeated purchasing power, and the VIP sales mode has also become an important factor for the success of the younger brother. For every VIP, brother's employees will keep a separate record of buying habits and regularly return visits to ensure that every VIP customer needs. Even ask the clerk to find the right person for each new item and make phone call when the new shop arrives. The VIP sales per year should account for 60% - 80% of its total revenue. For this point, the brother was obviously successful.

Main street development channel

The healthy development of brother in channel construction is related to its terminal strategy. Brother rarely shop in the mall, its shops are mainly street stores, and the location of its street shops generally also avoid the core location of the commercial street, mostly in the relatively remote areas, which saved considerable cost for the brothers. At the same time, avoiding the busy commercial areas can also create a more quiet and comfortable shopping environment for the younger brothers to enhance the brand's shopping experience. But this model is based on the very high brand stickiness and repurchase rate of VIP customers. Therefore, for most clothing brands, the possibility of replicating the "brother model" is very slim. But for retail enterprises, improving the matching degree between products and target customers and better serving target customers is the key to deciding how far the brand can go.

Ou Shi Li

Who is it?

Trendy Group, which began in 1999, has become a multi brand International Fashion Management Group under its own development. Up to now, there have been nearly 3000 under all brand lines in 290 cities around the world.

After introducing a strategic investment of $200 million 'Capital Asia of L' Capital Asia under the LVMH group in 2011, Hagi was truly spanformed into a multi brand fashion group. The famous fashion brands under the flag include self creation Brand women's clothing Ochirly, girl dress Five Plus, light luxury women's wear COVEN GARDEN and menswear TRENDIANO, Italy SIXTY GROUP's brand MISS SIXTY, Killah, ENERGIE, British tide card and Holland palace level. cowboy Brand DENHAM and other nine brands.

How did it come into being?

The three sisters of the coral opened a clothing store called "attractiveness" on the Wenzhou square road in 1993. They were mainly European and American fashion, and their business was hot. At that time, they sold products from Guangzhou and Shenzhen to Wenzhou. When the second stores were opened in 1996, the three sisters began to change their business models: half of the goods were only taken from the market, and then the other garment enterprises were OEM. In 1999, the European force was formally established in Guangzhou. In Guangzhou, Li Shanhu and her husband Xu Yu started a new career and created a legend of Chinese women's clothing industry.

At that time, the red hot clothing business was not to create a women's clothing brand, but to act as an agent for foreign brands in China. The collective breakthrough of Chinese local women's clothing industry was after 2006. Xu Yu and his wife chose to create a brand new brand of women's clothing, that is, they chose the development rhythm of the next era. The importance of design elements in various industries has gradually emerged, and the mode of chain operation has become popular. From this point of view, Xu Yu and his wife chose to wear new clothes and choose a new career.

After 20 years of development, Heji International Group has become a diversified fashion lifestyle company. We are committed to the perfect integration of art and commerce, creating a digital sales network and a full shopping environment that interact with consumers.

What does it depend on?

Global access to fashion and popular discourse

In 2012, Heji group, in cooperation with LVMH, accepted the group's $200 million investment to get involved in the international front-line fashion resources. In 2013, it joined hands from Milan, Italy, and the world's most authoritative concept hall, 10 Corso Como, which combines cutting-edge fashion, design, art and food. Trend Life experience Museum; with the former French editor VOGUE CR, VOGUE photographer MarioTestino, the top supermodels and other co shooting blockbuster, direct access to front-line fashion resources; at the same time, with a headhunter company in Shanghai, with 10 million annual salary in Europe to hire the head of the work of these people, all of which make it closer to the source of global fashion.

Big data driven retail spanaction

"We installed our own WiFi probe in the store, and we successfully grabbed the address of the mobile phone through the WiFi probe, which is a valuable data contribution to the retail industry." Gan Jiahui, the brand director of Ou Shi Li said. The number of people passing through shops and shops can be obtained through the probe, and the entry rate index can be obtained, and then the operation strategy can be adjusted, such as adjusting the salesmen's staffs according to the specific time and traffic volume, adjusting the display mode and lighting arrangement, etc. In the part of passenger flow statistics, the WiFi probe will track the length of the customer's stay, and even the frequency of entering the store. Whether a member's judgement or patronage is patronized, let the clerk know who he is from the customer and increase the turnover rate of the retail business.

Create digital fashion experience

Any clothing group will have a large number of consumer data on its hands, but this type of data is based on buying relationships as a benchmark. And when Europe gets these big data, it will further create user portraits. In addition to the level of consumption, brands will be more clear about their online behavior preferences, mobile apps and brands, food hobbies and so on. These data will show value from product R & D, marketing, and communication and interaction. For example, at the marketing level, he believes that for some potential consumers, if he is told that he is selling things now, he may have turned off the screen. If the topic is marketing, then the product will be put into effect. For now, the information and ads that we receive, how to touch consumers, is to mobilize their emotions and create different scenes.

La Natsu Bell

Who is it?

Founded in 1998, it is a fast developing multi brand fashion operation company in China. In 2014, the company was listed on the main board of the stock exchange of Hongkong. In 2017, the company was listed on the Shanghai stock exchange. As of December 31, 2018, the company had 9269 offline retail outlets, 31 of which were retail outlets and were widely distributed in about 2908 commercial entities.

Since the launch of the multi brand strategy in 2004, the company has 10 brands: La Chapelle, Puella, 7m, American style women's wear Candie, s, French style women's wear La Babit, city men's wear JACK WALK, fashion men's wear, New York designer brand, brand name, brand and so on.

How did it come into being?

Xingjiaxing, a born in Fujian Province, entered a clothing technology training class by mistake, and then entered a local clothing sales company. Later, he went to Shanghai to start a business with her friends and sell Fuzhou's Taiwanese brand to Shanghai. At the very most, she had 3~4 brand agents.

In 1998, he felt that the agency business was not big enough, and he raised funds by himself, pulling up several designers and sales of the original company and setting up La Natsu Bell. Looking at the entrepreneurial process of xingjiaxing, like the clothing pioneers of the late 90s and early twentieth Century, they basically experienced the process from apprenticeship to consignment, and then to create their own brands. They all belong to the sensitive entrepreneurs.

In 2003, the company adjusted its strategy to direct operation mode. In recent years, in order to further improve the company's operational efficiency and reduce the cost of management, the company has also started pilot joint operation and franchised two terminal channel business models on the basis of the whole direct camp mode. Based on the different stages of brand development and the differentiation characteristics of sales network coverage, the company has demonstrated, steadily and implemented shop by shop.

How did it succeed?

"Full direct battalion mode" becomes a powerful weapon for O2O.

Under the mode of a few direct and majority franchisee commonly used in the clothing industry, the separation between brands and agents, between agents and consumers, has become the main problem that clothing brands can not really achieve O2O.

In the past, La Natsu Bell's business logic has become a powerful tool to promote online and offline integration. La Natsu Bell direct camp mode test water business, O2O has inherent advantages: first, in the store can achieve the national layout, online and offline synchronization, new, synchronous activities, the same price. Two, the total warehouse and store storage can be shared. The store is equivalent to the warehouse of the online store, achieving a complete synergy effect. This will link the stock resources of the original isolated and fragmented Island store system into one. Three, on the management of goods, La Natsu Bell emphasized fast turnover, rapid new and quick digestion, and new weekly, 30-50 new models each, 4-6 pieces each, directly sent to the store.

To this end, La Natsu Bell also set up a O2O coordination group specially to coordinate resources and interests, and to carry out double objectives in the internal assessment.

"Six get through" urges all channels to upgrade operation

In addition to entering Tmall and opening the shopping area on the WeChat public address, La Natsu Bell has also entered the business platform such as Dangdang, vip.com, Jingdong and so on, and layout the mainstream network shopping entrance. Under the line, we choose a collection of franchised experience stores with large business area and a collection of multiple sub brands. In order to truly integrate and innovate online and offline, the premise is to achieve six aspects of commodities, inventory, marketing, traffic, payment and membership. In its all channel blueprint, online and offline consumers will no longer be clear-cut, more like "amphibians", by opening up different shopping scenarios, allowing them to get indiscriminable service and experience. In this way, the online shop will gradually become a potential store. Today, La Natsu Bell can continue to promote each other through online and offline channels and make joint profits.

"Shop partner system" to enhance employee sense of belonging

In 2015, La Natsu Bell clothing Limited by Share Ltd announced that the store partner system should be fully launched, so that every salesperson would have the opportunity to share profits according to the store's performance.

The calculation method of staff salaries is adjusted from the original "fixed wage + commission" to "directly linked to sales performance". According to the past sales situation, the company sets the proportion of the total remuneration of the shop to the sales volume of the store, and the store manager and the shop assistant share the total amount of the salary paid by the store. In addition, in order to encourage the stores to fulfill the sales target set by the company, the company gives the store more freedom. The manager decides the number of shop assistants and the rotation duty system according to the actual staffing needs, so that each store can become an independent management center and achieve maximum performance.

The partnership system helps to help store managers and salesmen shift from "sales" indicators to "cost" and "profit" indicators, and strengthen the sense of belonging of managers and clerks as partners so that they can consider problems from the perspective of long-term development of enterprises.

YISHION

Who is it?

Founded in 1997, in just a few years, it has become one of the famous brands of fashion casual wear both at home and abroad. Since then, it has established more than 20 regional branches and more than 5000 brand stores all over the world. Meanwhile, it continues to promote its brand in the target area and expand it to the global market through direct and franchised models.

Its brand includes YISHION, Y:2, teebox and so on. Brand of children's wear YISHION KIDS.

How did it come into being?

At first, Guo Donglin just followed his friends to the Pearl River Delta. Garment making The factory bought the unmarketable warehouse and bottom goods monopoly, and almost ran all the garment factories in the Pearl River Delta. In 1995, with his 5 years of hard work, Guo Donglin built his own small garment factory in Panyu, Guangzhou -- Dongyue garment factory.

In 1993, the Humen town government built the largest and most advanced country in the country. Wholesale clothing The shopping malls in the shopping mall gathered thousands of clothing wholesalers to operate here. In 1997, Guo Donglin came to Humen, in addition to moving to Dongyue garment factory, and also set up YISHION. Clothing company We are stationed in fuming Shopping Center for wholesale business. At this point, YISHION has gradually developed from the small workshop of the first more than 20 people to more than 80 small businesses. In the second year, Dongyue garment factory rapidly expanded to more than 3000 people.

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Enriching the people market

In 1999, with the expansion of share and the development of enterprise scale, and the profit margins of wholesale became smaller and smaller, Guo Donglin decided to take the road of brand monopoly by way of franchising. The following year, Guo Donglin formally registered Dongyue Garments Co., Ltd. and began to launch the brand of YISHION. "YISHION" franchised stores increase by 30% each year, and the franchise network covers more than two cities nationwide. Fashion Alliance Chain leader.

How did it succeed?

Franchise to achieve global brand expansion

Since 2003, YISHION has stepped up the pace of global brand expansion. Following the opening of brand stores in Hongkong, Malaysia, Singapore, Thailand and other countries in Southeast Asia, it has opened its brand stores to emerging markets such as the Middle East and South Asia, as well as Russia, Serbia and other European markets. In order to step up the pace of globalization, YISHION has invested huge sums of money to set up a product quality inspection center. All raw materials and finished products need to be tested and tested in strict compliance with international standards before they can be put into production and sale. YISHION has also recruited many international and domestic companies. Clothing design As a product design consultant, he has been established in Tokyo, London and other places to ensure that YISHION products are fashionable.

Quality builds the cornerstone of enterprise

As early as 2003, YISHION set up a quality of about 3000000 yuan in the apparel and private sector. Testing The center has tested dozens of basic items such as tear strength, anti fuzzing, abrasion resistance, shrinkage, color fastness, color fastness, formaldehyde content and pH value to ensure the quality of the products. Later, due to the continuous expansion of the group, the quality inspection center also carried out two expansion, with only equipment investment reaching about 20000000 yuan. By 2012, the area of the laboratory has expanded to about 2500 square meters, with more than 100 testing technicians, more than 50 daily testing items, and 600 sunrise reporting capacity. When the quality of products is guaranteed, YISHION's reputation in the minds of consumers is getting better and better. This move has also played a crucial role for YISHION products to acquire Chinese famous brand products and national inspection free products.

Cross boundary marketing to expand brand influence

From the beginning of the image spokesperson Cecilia Cheung and Louis Koo, YISHION has been taking the route of celebrity endorsement, and has worked with Han Geng, Jolin, Gianna Jun, Gloria Tang, Ke Zhendong and other fashion stars.

In April 2006, YISHION obtained the exclusive right to sell China's FIFA World Cup 2006 casual wear products. YISHION has been able to produce and sell FIFA's casual wear with World Cup authorization LOGO, logo and mascot and other decorations that are permeated with the world cup culture during the World Cup football match. In this way, YISHION brand has been able to show itself in the international arena.

Goelia

Who is it?

Gloria (GLORIA), China's women fashion apparel brand, is the first women's clothing brand to go abroad. It was born in Guangzhou, China in 1995. As of 2019, Gloria already has more than 400 stores in the country.

At present, Gloria owns two brands, GOELIA and goelia. GOELIA takes 28 year old women as its core customers, and owns three major clothing series -- elegant romantic "collection" series, relaxed and sweet "relax" series, handsome and handsome "jeans" series, goelia based on e-commerce platform, positioning younger brands, and taking 25 year old women as core customers.

How did it come into being?

Gloria, the brand that started from the white horse, has finally become a successful example of the white horse's "going out" brand in the medium term. Gloria has always been grateful to the white horse.

After fierce competition of clothing brands in 90s, the founder Hu Qiming put forward the idea of brand marketing in 2002 to highlight the brand characteristics. In 2008, Gloria tested the water electricity supplier, and achieved the new sales of local women's clothing enterprises in the field of electricity business through the joint marketing under the online and offline businesses.

How did it succeed?

Global tour to create brand DNA

The founder of Gloria was a very fond traveler. He proposed to shoot a blockbuster in Hainan Island a year ago. At that time, Hainan Island was very different from what it is now. This process has made everyone feel very happy, and the effect of the photo is also very good. Maybe the brand realizes that many people are eager and enjoying the trip, but not necessarily everyone can go to so many places. Gloria shares the good things that they have acquired in their travels, hoping that consumers can get a mental journey even though they do not travel.

Since 2002, Gloria has chosen Thailand as the first stop of universal discovery, and has gradually gone to Australia, South Africa, Switzerland and Paris. Now it has reached 39 stops. "In addition to shooting blockbusters, we also want to introduce the concept of" in place elements "into product design. Every time there are several batches before and after, so that the whole team goes to these places and picks up design inspiration to integrate the elements in the field with the fashion trend and make the product unique. Lin Shuling, vice president of Gloria, said.

Flower marketing creates brand new culture

In June 30, 2009, No. 225, Beijing Road, Guangzhou, Gloria 225 was born in an old building that inherits the local culture. It has also become the most important stop to experience Gloria brand. Gloria 225 integrates Gloria's brand of tourism + flower culture, which means Gloria moves from women's clothing brand to multicultural brand.

In fact, Gloria began to adopt a flower marketing method several years ago, opening flower shops in the larger flagship stores such as Guangzhou, Chengdu and Xi'an, and customers can pick up flowers by shopping tickets. Lin Shuling, vice president of Gloria, said: "the purpose of opening a flower shop is just because the president Hu Qiming feels that Chinese men are always ashamed to send flowers to girls, so he wants to send flowers for them, and even thinks that flowers and clothes can impress girls' hearts of beauty." And the tradition of Gloria buying clothes and sending flowers has continued to the present. Since the beginning of 12 years, Gloria is trying to make green house display windows in Guangzhou and Shenzhen, integrating plants and flowers into storefront design, adorning windows with clothing, and gradually promoting this model to the whole country. In this way, Gloria narrowed the distance from customers by paying close attention to women's inner feelings. At the same time, it also made Gloria's brand image different from other brands in the market.

Dual brand delivers brand value through all channels.

The strategy of Gloria's initial e-commerce is like using many brands to adopt off-season goods, but it soon began to think that if the electricity supplier cooperation is necessary to follow the rhythm of the platform, "online dance" and online products with the same style will have some interference on the original price system of the brand. After the success of online dedicated contributions, the goelia online independent brand was launched in 2012.

In the course of brand operation, Gloria also carried out the result of this reflection. "We learned that the operation of brand has no difference between online and offline. The key is to adhere to a clear idea and insist on spreading ourselves. "Love travel" was originally launched on Tmall only. Last year, we started to spread out in the whole network. The most important lesson is that we should not simply become the "outlets" on the Internet. Besides cheap promotion, brands need more ideas. It is very important for your customers to know who you are and how you are. Along with the frequent promotions of the electronic business platform, to some extent, it is an overdraft of the brand value. If a brand wants to preserve its value, it should establish its own value system. Lin Shuling said.

As the starting point of brand building, the professional market has laid a solid foundation for these brands, and a series of support programs have also allowed these brands to have a place in the garment industry.